本研究以我國?項重要食品稻米與大豆製品豆漿進?分析，其基因轉殖所改?之性?包括：增加營養成分、減少?蟲劑與除草劑施用?等；其中減少農藥施用?歸?於具有環境保護的特性；增加營養成分則歸?為具有健康特性。本研究?用選擇模型分析我國消費者對基改食品之偏好，結果顯示，基因轉殖之原?會?低效用，因此對其衍生製成食品會有所疑慮與排斥；但?用基因轉殖技術改善作物之健康或環境保護性?，以及同樣對環境保護與健康有?、回歸自然之有機種植方式，均可增加潛在的消費需求市場。其中以改善基改產品之健康性?是所有屬性最高，並足以抵銷基因轉殖原?的負面效用，可以此為未?基因轉殖技術的主攻項目，且因具有改?健康性?之屬性可?激消費者之購買意願，因此基改健康食品極具潛在的消費需求市場。強化環境保護的多價轉基改作物可增加消費需求，此項結果可引伸未?推動農業生物科技政策之研發方向。同樣具有改?環境與健康性?者，以單價較低的產品對消費者之願付價格變動?影響較大，可?透過基因轉殖技術?提升低單價產品之附加價值是可?的農業轉型生產策?。

Many foods consumed today contain ingredients derived from gene modification technology. Potential risks of harmful effects on environment and health had considerable discussion around the world, especially in Europe. We use Choice Modeling to elicit Taiwanese preference for attributes on environment and health of rice and soybean products. The attributes these foods include GM technology, prices, nutrition, cropping management, lower application of herbicide and pesticide. Among these, lowering application of herbicide and pesticide and adding nutrition are identified as characteristics on environment and health, respectively, of GM foods. Results indicate GM attributes of adding vitamin A and lowering agri-chemicals significantly affect Taiwanese preference. Estimate of WTP on health attribute dominates the overall benefits, justifying the strong market potentials of GM health products. Estimate on interaction effect between herbicide and pesticide implies the research and development prospective on gene stacking of GM food. Finally, application of GM technology on low-price products has more value added potential than on others.